Telecom
AppsFlyer Data Reveals app Downloads in Sub-Saharan Africa Grew by 55% in 2020

AppsFlyer, the global attribution leader, yesterday released new data that shows the worldwide trends that shaped the app market in Sub-Saharan Africa in 2020.

Analysing over 48 billion installs in over 30,000 apps with a minimum of 5,000 installs per month, Appsflyer’s data showed 33% increase in app downloads globally.
Across sub-Saharan Africa, data showed a 55% increase in the number of total app downloads in the region in 2020 compared to 2019.
With COVID-19 forcing more people than ever to be on their mobile devices this year, apps that enabled users to shop, play games, keep fit, stream or indulge in social networking proved vital during the long lockdown period.
AppsFlyer’s mobile marketing analytics provided crucial insights for app marketers globally. Here’s a summary of the top trends:
In sub-Saharan Africa, key app trends throughout 2020 include:
-93% growth in in-app purchases between April and May 2020 in South Africa, driven by strict COVID-19 lockdown measures and better access to online stores. This is compared to a 43% increase between September and November 2019
– Nigeria saw a 57% increase in organic app installs (44% in non-organic app installs) in 2020 vs 2019
– The average number of purchases per user in South Africa in general retail apps increased by around 20% between March and April
– An analysis of 27 billion app installs across 495 media networks and 14,000 apps revealed that Google was the best platform for driving performance for app marketers in Africa, while Facebook was the best platform for remarketing across Africa and the Middle East
– A platform breakdown showed Google dominated on Android thanks to its leap in developing countries where the operating system dominates, while Facebook controls much of iOS.
Globally, summary trends from 2020 show that:
– Mobile app marketers spent $74.6 billion globally in 2020 to drive users to install mobile apps – a 30% increase compared to 2019
– The number of app downloads increased by 33% in 2020, up 25% compared to 2019. It’s clear that both pure consumer intent and marketing efforts contributed to this leap
– Cost per install spiked 30% post-lockdown leading to higher spend despite drop in NOI
– An analysis of 45 apps (mainly eCommerce, Finance, Media & Entertainment, and Food & Drink) found that the number of app installs with a preceding visit to the brand’s website has almost doubled this year. In fact, in almost 1 in 10 installs, the web was part of the user journey
Reflecting on the app trends for the year, Daniel Junowicz, MD Latam & Africa, AppsFlyer, commented: “Africa’s mobile-first economy has been one of the key markets that has shifted quickly to digital in recent years.
Brands here understand more than any other region that mobile needs to be at the forefront of their business activity. Looking ahead to 2021, the signs look positive for SMEs looking to acquire more customers through their mobile devices.
“2020 was a challenging year globally for all businesses but with more users seeking to conduct numerous activities on their mobile devices, marketers need to meet consumers where they are to drive sales and mimic the in-person experience as some physical activities increasingly become digital experiences.”
Telecom
Subscribers, Telcos Warn FCCPC over Airtime Lending Enforcement

Wireless Application Service Providers Association of Nigeria (WASPAN) has asked the Court of Appeal to suspend the enforcement of the Federal Competition and Consumer Protection Commission’s (FCCPC) Digital, Electronic, Online or Non-Traditional Consumer Lending Regulations, 2025 (DEON Regulations).

WASPAN warned that the implementation before the determination of its appeal could expose telecom value-added service providers to sanctions and disrupt their operations.
Millions of subscribers across the country rely on borrowed airtime to communicate.
Seun Sofoluwe, an Abeokuta, Ogun State resident, said another interruption would have severe consequences for many Nigerians who depend on airtime and data lending services for their daily communication needs.
“A lot of people depend on the services, and it will be very bad for them, especially those who are so reliant on it that they do debt-to-debt servicing,” he said.
Debt-to-debt servicing refers to the practice of repaying an outstanding airtime loan immediately to qualify for another advance, underscoring the extent to which some subscribers depend on the facility to remain connected.
Sofoluwe’s concerns echo the experience of Lagos-based employee Farouk Rabiu, who recounted the hardship caused by the six-month suspension of airtime lending services before they were restored.
“I was devastated because, after exhausting my data, I was hoping to borrow credit to access my bank account. Instead, it was a major disappointment,” Rabiu had said after the services resumed.
Adding another dimension to the debate, Gbenga Adebayo, chairman of the Association of Licensed Telecommunications Operators of Nigeria (ALTON), said the earlier disruption showed that airtime credit had evolved far beyond a conventional telecommunications offering.
“What this episode demonstrated is that airtime credit is not a financial product in the way regulators initially characterised it. It is economic infrastructure that approximately 40 million people use regularly, with the vast majority of them at the base of the economy,” Adebayo said.
WASPAN, which represents licensed value-added service providers, has asked the Court of Appeal to restrain the FCCPC from enforcing the DEON Regulations pending the hearing of its appeal against the July 20 judgment of the Federal High Court in Lagos.
The association argued that immediate enforcement would expose operators to sanctions, create regulatory uncertainty and disrupt telecom-enabled services, including airtime credit and data advances, used daily by millions of Nigerians.
The FCCPC, however, has defended the resumption of enforcement, insisting the regulations are intended to sanitise the digital lending industry, curb predatory debt recovery practices, protect consumer data and eliminate illegal digital lenders.
The Court of Appeal is expected to determine whether enforcement of the regulations should remain suspended while it considers WASPAN’s appeal, a decision that could shape the future of telecom-based digital lending services and determine whether subscribers continue to enjoy uninterrupted access to airtime and data credit.
Telecom
NCC, REA Partner to Cut Telecom Costs with Renewable Energy

Nigerian Communications Commission (NCC) and the Rural Electrification Agency (REA) have entered into a partnership to deploy renewable energy solutions for telecommunications infrastructure in rural and underserved communities, a move expected to reduce operators’ energy costs and improve network availability.

Abraham Oshadami, executive commissioner for Technical Services at the NCC, disclosed this during the signing of a memorandum of understanding (MoU) in Abuja.
According to Oshadami, the NCC-REA Stakeholder Forum and MoU signing ceremony will enable telecom base stations located near mini-grids to access cleaner and more affordable electricity, reducing their reliance on diesel-powered generators.
He said the agreement came at a time when telecom operators are facing rising operational costs due to increased spending on diesel to power network sites amid unreliable electricity supply from the national grid.
The partnership reflects the growing relationship between the power and telecommunications sectors, as both rely on each other to deliver essential services.
Oshadami explained that while telecom infrastructure requires a steady power supply to remain operational, digital connectivity also supports electricity services such as smart metering, electronic payments and remote customer management.
According to him, the collaboration is aimed at improving access to reliable electricity and telecommunications services, particularly in remote communities where inadequate power supply has slowed digital inclusion.
He said both agencies had identified telecom base stations located within one to two kilometres of existing mini-grids, allowing the implementation of the initiative to begin immediately.
“Where mini-grids exist, we are able to identify nearby base stations and connect them to those power sources,” Oshadami said.
He added that future mini-grid projects would be planned with telecommunications infrastructure in mind, ensuring that electricity investments also support the expansion of digital services.
Telecom
Airtel Secures Another 10-year Spectrum Renewal in Nigeria

Airtel Nigeria has secured a fresh 10-year renewal of its spectrum licence from the Nigerian Communications Commission (NCC), reinforcing the telecom operator’s long-term commitment to expanding broadband connectivity and improving digital access across the country.

The renewed licence covers Airtel’s spectrum holdings, which are critical to the delivery of voice and high-speed data services, providing regulatory certainty for continued investments in network expansion, capacity upgrades and improved customer experience.
According to the company, the renewal underscores confidence in Nigeria’s telecommunications sector and will support its ongoing efforts to bridge the country’s digital divide by extending quality connectivity to more underserved communities.
Sunil Taldar, chief executive officer, Airtel Africa, said the renewal provides the company with the confidence to continue investing in Nigeria’s digital infrastructure.
He said, “The spectrum renewal reaffirms our long-term commitment to Nigeria, our largest market. It gives us the certainty required to continue investing in network expansion, improve service quality and accelerate digital inclusion for millions of Nigerians.”
Taldar added that Airtel remains focused on expanding broadband access and supporting Nigeria’s digital economy agenda through sustained investments in telecommunications infrastructure.
He further said, “We appreciate the Nigerian Communications Commission and the Federal Government for their continued support in creating an enabling environment for investment. We remain committed to delivering reliable and affordable connectivity while contributing to Nigeria’s socio-economic development.”
Meanwhile, Industry observers said the licence renewal removes regulatory uncertainty and allows Airtel to pursue long-term capital investments, including the expansion of 4G and 5G networks, as demand for mobile data and digital services continues to grow across Nigeria.
The renewal comes as telecom operators continue to invest heavily in broadband infrastructure to meet rising data consumption and support government efforts to achieve Universal digital access.
Furthermore, It also aligns with the NCC’s objective of ensuring efficient spectrum management while encouraging sustained private sector investment in the country’s telecommunications industry.
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